Brand positioning: What are low/no drinkers really saying?

Research team commetric.com has released data about how consumers are talking about low/no-&-light drinks on the discussion forum Reddit, and it reveals some very interesting numbers.

The article starts by addressing the general idea purveyed by many media outlets that low/no drinks are for sober people making sober decisions about living a sober life, which, as we now know, is most definitely not the whole story.

Where did these numbers come from?

Commetric's team (and their fancy AI assistants) digested the content of almost 10,000 Reddit posts made in the last six months where the conversation was "around NOLO drinks".

Drink categories

Beer was the most frequently discussed drink type – hardly a surprise there. But it's great to see wine in the next spot on the list.

1. Beer – 52%
2. Wine – 16%
3. Spirits – 13%
4. Mocktails/RTDs – 11%
5. Aperitifs – 8%

I was asked recently at an event if the low/no wine industry could rebound from some of the trust lost by brands bringing liquids to market that weren't yet able to fill that wine void for the drinker.

Seeing wine take the second most discussed spot reiterates my response that the consumer is still searching. We're still open to finding our new favourite low/no wines, and we're prepared to forgive as long as brands keep working to improve their liquids.

Socialising

The research showed that these drinks were most frequently discussed in the context of?events and social gatherings, showing that, as it has done for centuries, beer can bring people together whether it contains booze or not.

But the conversation wasn't just about parties. It seems that low/no is being discussed in many different contexts, and surprisingly, for some, 'sobriety & recovery' is at the bottom of the list.

1. Social events & gatherings – 43%
2. Health routines & diets – 32%
3. Meals & food pairing – 25%
4. Outdoor activities & sports events – 15%
5. Sobriety & recovery – 8%

Low/no drinkers are making their choices for many reasons, and 'going sober' is not the primary one.

This is tracks with the added data from statista.com, which reveals that in 2022, 26% of UK men and 23% of UK women aged between 16 and 24 (for context, the average age of a Reddit user is 18-29) classified themselves as non-drinkers or had not had a drink in the last twelve months. It therefore stands to reason that the conversations around these drinks will be around where else they can fit into our lives.

Old vs New

Many drinkers enter the low/no market via extensions of the brands they already know and trust. Commetric's data shows that older, more established brands like Heineken and Guinness are dominating the conversation over smaller independents by a ratio of almost 2-1.

1. Established alcohol brands – 62%
2. New brands – 38%

Features & benefits

Unsurprisingly, how a drink tastes was a big topic, and rightly so. But I was glad to see that while 'pricing & value' was still a concern, it at least wasn't top of the list.

"Pricing and value were also significant concerns, as consumers generally felt that NOLO beverages should be more affordable, given their lack of alcohol content."

1. Taste & aftertaste – 65%
2. Ingredients & nutrients – 48%
3. Pricing & value – 22%
4. Packaging & branding 15% –
5. ESG (environmental, social & governance) – 6%

Personas

From all of this research, Commetric established five personas that they felt represented the low/no drinker "to understand the motivations, preferences and behaviours of various market segments:"

• The discerning palate (31%): This persona dominates the discussions, with many comments focusing on NOLO drinks that closely mimic the taste and experience of alcoholic beverages. This includes a keen interest in the quality and authenticity of flavours.
• The flavour explorer (27%): Unlike the discerning palate, this persona is not focused on NOLO drinks that recreate the taste of real alcohol, but is rather keen on trying new flavours and brands, particularly those that offer unique or innovative takes on traditional beverages.
• The health enthusiast (20%): Choosing NOLO drinks to avoid the health drawbacks associated with alcohol, this persona is interested in beverages that are not only free from alcohol but also made with healthier ingredients.
• The safe socialite (13%): This persona values social interaction and uses NOLO drinks to stay involved in social activities without the effects of alcohol. They often seek bars where NOLO options are served.
• The sobriety advocate (9%): This consumer is either in recovery or supports someone who is, and they choose NOLO drinks as a way to enjoy social situations without compromising sobriety.

What we really really want

It's refreshing to see that flavour and experience are leading the conversation, but what does this mean for producers?

While the big alcohol brands are clearly finding their way into the room with relative ease, this research highlights an opportunity for new/independent producers to focus their efforts on delivering quality liquids that can offer a taste experience that sits well for specific occasions.

Consumers care about their health, but their choices to drink less are grounded more in inclusion and what they can gain by being part of something like a sporting event or music festival with the people they care about rather than excluding elements from their lives.

While price is important, and there are many, many conversations around this, it's not the deciding factor. Taste and aftertaste led by great ingredients that offer nutrient-rich benefits are far more consequential.

Lastly, beer is an easier proposition to bring to market, but the demand is still there for wines, spirits, and mocktails. This interest follows patterns for full-strength beverages, showing, once again, that low/no-and-light drinkers are looking for the same great drinking experiences that they always were, just with a clearer head the next morning.

And while sobriety may have been the launch pad for this movement, with many brand founders solving a problem they themselves faced, the market is moving, and consumers are now looking for drinks that service their choice to abstain intermittently rather than as a dedicated way of life.

As so many consumers are now imbibing both full-strength and low/no, it's even more important that brands ensure nothing is lost in transition.

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